It makes sense for hotels to step up their cultural programming, and for a certain high-end guest, it will provide an extra incentive to book.
Luxury Travel News
The Skift New Luxury column is our weekly column focused on the business of selling luxury travel, the people and companies creating and selling experiences, emerging trends, and the changing consumer habits around the sector.
The popularity of TED and similar events was bound to spill over into other areas. High-end tourists no longer just want to be wined and dined. In many cases, they also want educational nourishment.
This could be anything from an art-house film to a talk on medieval history to a two-hour craft class. The possibilities are endless.
Hotels across the world are realizing that putting on cultural events and talks is a useful hook to attract high spenders.
— Patrick Whyte, Europe Editor
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Photo credit: The Barcelona Jazz Festival at Casa Bonay. The hotel puts on events throughout the year. Casa Bonay